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DETERMINATION OF ONLINE RESERVATION FOR HOTEL SERVICES
By
KOHILA RANJINI D/O ANNATHURAI
Thesis Submitted to the Ghazali Shafie Graduate School of Government,
Universiti Utara Malaysia
In Fulfilment of the Requirements for the Master Degree
June 2015
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PERMISSION TO USE
In presenting this in partial requirement for a post graduate degree from Universiti
Utara Malaysia, I agree that the University Library may make it freely available for
inspection. I further agree that permission for copying of this thesis in any manner in
whole or in part for scholarly purpose may be granted by my supervisor of in their
absence by the Dean of College of Law, Government and International Studies. It is
understood that any copying or publication or use of this thesis or parts therefore for
financial gain shall not be allowed without my written permission. It is also
understood that due to recognition shall be given to me and Universiti Utara
Malaysia for any scholarly use that may be made of any material from my request for
permission to copy or make use of materials in this thesis, in whole or part should be
addressed to:
Dean of Center for Graduate Studies,
College of Law, Government, and International Studies,
Universiti Utara Malaysia
06010 Sintok,
Kedah Darul Aman
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ABSTRACT
Determination of Online Reservation for Hotel Services
Travel agency is an intermediary between suppliers of travel industries to customers
who need their services. This intermediary is now developed as an online travel
agency due to the involvement of the internet. With the emergence of internet and its
application, allow the travellers to access for the information search and booking of
hotel easily to be done in virtual environment. The objective of study is to explore
the factor for online travel agency through exploratory factor analysis, to determine
the relationship among the factors and lastly, to examine which factor influence the
travellers when booking hotel through online travel agency. This research used non-
probability approach with convenience sampling method. About 450 questionnaire
were given in the location of the survey, however only 410 were collected from the
respondents. For the data analysis, the researcher used 398 questionnaires because
the remaining 12 questionnaires were discarded. Result shows that exploratory factor
analysis has identified 13 factors which were suitable for online travel agency. As for
the Pearson correlation result, all the variables have positive relationships and
significant with each other except for special events capabilities and repurchase
intention as these two variables has negative relationships but significant between
each other. Furthermore, the study extends the analysis through multiple regression
analysis by considering repurchase intention as a dependent variable. Result indicates
four factors (accessibility, online booking features, hotel basic infrastructure and
special events capabilities) were found to be significantly influence the travellers.
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ABSTRAK
Penentuan Tempahan Dalam Talian Untuk Perkhidmatan Hotel
Agensi pelancongan merupakan perantara diantara pembekal servis industri
pelancongan dan pelanggan yang memerlukan servis mereka. Perkembangan internet
ini telah menggalakan perantara agensi pelancongan kini berkembang sebagai agensi
pelancongan atas talian. Kajian ini bertujuan untuk meneroka ciri-ciri untuk agensi
pelancongan dalam talian melalui analisis faktor penerokaan , menentukan hubungan
antara faktor dan akhirnya untuk mengkaji faktor yang paling mempengaruhi
pelancong semasa membuat tempahan hotel melalui agensi pelancongan dalam
talian. Kajian ini telah menggunakan pendekatan bukan kebarangkalian dengan
kaedah persampelan mudah. Kira- kira 450 soal selidik telah diberikan dalam lokasi
kajian, walau bagaimanapun hanya 410 soal selidik yang dapat dikumpulkan
daripada responden. Untuk analisis data, penyelidik hanya menggunakan 398 soal
selidik dan baki 12 soal selidik tidak termasuk dalam analisis data kerana soal selidik
tersebut tidak lengkap. Keputusan menunjukkan bahawa analisis faktor penerokaan
telah mengenal pasti 13 faktor yang sesuai untuk agensi pelancongan dalam talian.
Keputusan analisis korelasi Pearson menunjukkan semua pembolehubah mempunyai
hubungan yang positif dan signifikan antara satu sama lain kecuali untuk keupayaan
acara-acara khas dan niat pembelian semula kerana kedua-dua pembolehubah ini
mempunyai hubungan yang negatif tetapi signifikan diantara satu sama lain.
Tambahan pula, kajian ini meliputi analisis regresi berganda dengan
mempertimbangkan niat pembelian semula sebagai pembolehubah bersandar.
Keputusan menunjukkan empat faktor (kemudahan, ciri tempahan dalam talian,
infrastruktur asas hotel dan keupayaan acara-acara khas) telah didapati signifikan
dalam mempengaruhi pelancong.
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ACKNOWLEDGEMENT
First and foremost, I sincerely would like to thank my supervisor Dr. Mohd Haniff
Bin Jedin, for his wonderful guidance, professional direction and patient. Thanks to
him for the continuous strong support and guidance. His guidance, gave me courage
to complete this study.
Special thanks to my parents. They forced me to further my studies and because of
them, I‟m here at this level. Thanks mummy and dad for your supports and love. I
extend my appreciation to my brother and fiancé who continually gave me moral
support and encourage me in order to complete my dissertation. Furthermore, I
would like to thank my friends who support me throughout the period completion of
this dissertation and also not to forget the respondents who helped me to fill up the
survey questionnaire.
I also would like to thank all those involved directly and indirectly in the success of
this study. Last but not least, I would like to thank to God for all his blessings.
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TABLE OF CONTENTS
PERMISSION TO USE I
ABSTRACT II
ABSTRAK III
ACKNOWLEDGEMENT IV
LIST OF TABLE IX
LIST OF FIGURES XI
LIST OF ABBREVIATIONS XII
CHAPTER 1: INTRODUCTION
1.1 Introduction
1.2 Background of Study
1.3 Problem Statement
1.4 Research Question
1.5 Research Objectives
1.6 Significant of the Study
1.7 Motivation and Contribution
1.71 Motivation
1.7.2 Research Contribution
1.7.2.1 New Measurement for Online Reservation Study
1.7.2.2 Food Services
1.7.2.3 Interactive Communication Channel
1.7.2.4 Membership
1.8 Scope of Study
1.9 Definition of Key Terms
1.10 Outline of the Chapters
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
2.2 Room
2.3 Food
2.4 Customer Review
2.5 Price
2.6 Promotion
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2.7 Location
2.8 Other Facilities
2.9 Online Booking Intention
2.10 Repurchase Intention
2.11 Technology Acceptance Model
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CHAPTER 3: METHODOLOGY
3.1 Introduction
3.2 Research Design
3.2.1Quntitative Approaches
3.2.2 Exploratory Research
3.3 Constructs Measurement
3.3.1 Scale Measurement
3.4 Measurement Scale for Each Variable
3.4.1 Room
3.4.2 Food
3.4.3 Customer Review
3.4.4 Price
3.4.5 Promotion
3.4.6 Location
3.4.7 Other Facilities
3.4.8 Online Booking Intention
3.4.9 Repurchase Intention
3.5 Research Instrument
3.5.1 Questionnaire Design
3.5.2 Pilot Test
3.5.3 Reliability Test
3.6 Sampling Design
3.6.1 Target Population
3.6.2 Sampling Techniques
3.6.3 Sampling Size
3.7 Data Collection
3.7.1 Primary Data
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3.7.2 Secondary Data
3.8 Data Analysis Techniques
3.9 Conclusion
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CHAPTER 4: DATA ANALYSIS
4.1 Introduction
4.2 Descriptive Analysis
4.3 Exploratory Factor Analysis
4.3.1 Correlation Matrix
4.3.2 KMO and Bartlett‟s Test
4.3.3 Anti-Image Correlation
4.3.4 Communalities
4.3.5 Total Variance Explained
4.3.6 Scree Plot
4.3.7 Rotated Factor Matrix
4.4 Descriptive Statistics after Exploratory Factor Analysis
4.5 Validity Test
4.6 Reliability Test
4.7 Normality Test
4.7.1 Skewness and Kurtosis
4.7.2 Normal Probability P-P Plot
4.8 Hypothesis Testing
4.8.1 Pearson Correlation
4.8.2 Multiple Regression
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CHAPTER 5: DISSCUSSION AND CONCLUSION
5.1 Introduction
5.2 Research Question One
5.2.1 What are the factors that travellers looking for in online travel
agency?
5.2.2 What are the relationships among the factors that supporting online
travel agency?
5.2.3 Which factors influence the travellers the most when book the hotel
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through online travel agency?
5.3 Research Implications
5.4 Limitation
5.5 Suggestion for Future Research
5.6 Conclusion
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LIST OF TABLE
Table 3.1 5-point Likert Scale for Independent Variables
Table 3.2 5-point Likert Scale for Dependent Variables
Table 3.3 Room
Table 3.4 Food
Table 3.5 Customer Review
Table 3.6 Price
Table 3.7 Promotion
Table 3.8 Location
Table 3.9 Other Facilities
Table 3.10 Online Booking Intention
Table 3.11 Repurchase Intention
Table 3.12 Reliability Test (Pilot Test)
Table 3.13 Sample Size for Exploratory Factor Analysis
Table 3.14 Data Collection
Table 4.1 Respondents Demographic Profile
Table 4.2 Descriptive Statistics for Demographic Profile
Table 4.3 Descriptive Statistics for Independent and Dependent Variables
Table 4.4 Descriptive Statistics for Item in Independent and Dependent
Variables
Table 4.5 Correlation Coefficient Values Less Than 0.3
Table 4.6 KMO and Bartlett‟s Test
Table 4.7 Anti-image Correlation
Table 4.8 Communalities
Table 4.9 Total Variance Explained
Table 4.10 Items Loaded on Each Factor
Table 4.11 Driving Factors for Online Travel Agency and Repurchase
Intention
Table 4.12 Descriptive Statistics for New Factors
Table 4.13 Descriptive Statistics for Item in Each Factor
Table 4.14 Cronbach‟s Alpha
Table 4.15 Skewness and Kurtosis
Table 4.16 Pearson Correlation
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Table 4.17 Coefficient of Determination
Table 4.18 Model Summary for Multiple Regression
Table 4.19 Coefficients
Table 5.1 Variables after Exploratory Factor Analysis
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LIST OF FIGURES
Figure 1: Scree Plot
Figure 2: Normal P-P Plots
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LIST OF ABBREVIATIONS
OTA – Online Travel Agency
SPSS – Statistical Package for the Social Science
RO – Room
FO – Food
CR – Customer Review
PRI – Price
PRO – Promotion
LO – Location
OF – Other Facilities
OBI – Online Booking Intention
RI – Repurchase Intention
EFA – Exploratory Factor Analysis
CFA – Confirmatory Factor Analysis
KMO – Kaiser – Meyer – Olkin Measure of Sampling Adequacy
PU – Perceived usefulness
PEOU – Perceived ease of use
TAM – Technology Acceptance Model
F1 – Factor 1
F2 – Factor 2
F3 – Factor 3
F4 – Factor 4
F5- Factor 5
F6 – Factor 6
F7 – Factor 7
F8 – Factor 8
F9 – Factor 9
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F10 – Factor 10
F11 – Factor 11
F12 – Factor 12
F13 – Factor 13
RO1 – Room 1
RO2 - Room 2
RO3 – Room 3
RO4 – Room 4
RO5 – Room 5
RO6 – Room 6
RO7 – Room 7
RO8 – Room 8
FO1 – Food 1
FO2 – Food 2
FO3 – Food 3
FO4 – Food 4
CR1 – Customer Review 1
CR2 – Customer Review 2
CR3 – Customer Review 3
PRI1 – Price 1
PRI2 – Price 2
PRI3 – Price 3
PRI4 – Price 4
PRI5 – Price 5
PRO1- Promotion 1
PRO2 – Promotion 2
PRO3 – Promotion 3
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PRO4 – Promotion 4
PRO5 – Promotion 5
PRO6- Promotion 6
LO1 – Location 1
LO2 – Location 2
LO3 – Location 3
LO4 – Location 4
LO5 – Location 5
LO6 – Location 6
LO7 – Location 7
OF1- Other Facilities 1
OF2 – Other Facilities 2
OF3 – Other Facilities 3
OF4 – Other Facilities 4
OF5 – Other Facilities 5
OF6 – Other Facilities 6
OF7 – Other Facilities 7
OF8 – Other Facilities 8
OF9 – Other Facilities 9
OF10 – Other Facilities 10
OF11 – Other Facilities 11
OF12 – Other Facilities 12
OBI1- Online Booking Intention 1
OBI2- Online Booking Intention 2
OBI3 – Online Booking Intention 3
OBI4 – Online Booking Intention 4
OBI5 – Online Booking Intention 5
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OBI6 – Online Booking Intention 6
OBI7 – Online Booking Intention 7
OBI8 Online Booking Intention 8
OBI9 – Online Booking Intention 9
OBI10 – Online Booking Intention 10
OBI11 – Online Booking Intention 11
OBI12 – Online Booking Intention 12
OBI13 – Online Booking Intention 13
OBI14 – Online Booking Intention 14
RI1 – Repurchase Intention 1
RI2 – Repurchase Intention 2
RI3 – Repurchase Intention 3
RI4 – Repurchase Intention 4
ACC – Accessibility
PROA – Promotional Advantage
OBF – Online Booking Features
HBI – Hotel Basic Infrastructure
FBC – Food and Beverage Capabilities
SEC – Special Events Capabilities
PA – Price Advantage
LA – Location Advantage
CRAC – Customer Review Accountability
AC – Accommodation Capabilities
BAA – Basic Amenities Advantage
CRAD Customer Request Advantage
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CHAPTER 1
INTRODUCTION
1.1 Introduction
Hotel industry is a business sector that provides accommodation for travellers. In
fact, this reason is the main foundation of this industry. The important elements of
this industry is mainly about fulfilling the needs of the clients, by not only creating a
desirable environment, yet also a secure place for their temporary stay as well as
provide them with a wide range of services as well as amenities to those travellers
who stays at the hotel.
Besides that, as known to all, the hotel industry has become necessary to everyone
from all over the world as nowadays people tend to travel a lot for various reasons
and purposes, may it be for a vacation, a business tour or merely to visit their friends
or family members (Alaine, 2014)
With the emergence of internet and its application, it enables travellers to access any
required information and therefore bookings are also easily done in this virtual
environment (Morrison et al., 2004). Wymbs (2000), has emphasized that internet is
a global medium as most of the companies nowadays are using it as a tool to address
the global audience.
Furthermore, the internet has ability to disseminate large volumes of information
quickly and efficiently at a minimum cost. Due to these factors, internet usage among
the consumers has increased rapidly. The consumers have started using the internet
for various purposes such as to gather any sort of information, as well as to purchase
products and services and also to make reservations (Hueng, 2003).
The contents of
the thesis is for
internal user
only
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